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Student Newspaper of the University of Southern California Since 1912 | www.dailytrojan.com | VOL. 171, NO. 30 | Tuesday October 5, 2010
InDEX
2 · News Digest
4 · Opinion
7 · Lifestyle
12 · Classifieds
13 · Crossword
16 · Sports
Street art: Gallery shows the
artistic side of the impoverished
Skid Row. PAGE 7
Unstoppable: The men’s water polo
team wins the SoCal Tournament for
the eighth time. PAGE 16
Neha Jain | Daily Trojan
Still life
Nihura Montiel, a junior majoring in fine arts, gives a living photograph performance in Watt Hall. The performance was
based on Marina Abramovic’s “An Artist’s Manifesto,” an art installation at the Museum of Modern Art in New York City.
By Tasbeeh Herwees
Daily Trojan
Open textbooks are the best answer to the plight of
cash-strapped college students, according to a study re-leased
last week by the national Student Public Interest
Research Groups.
Openly licensed textbooks — books that are avail-able
in print or digital formats — are affordable alter-natives
to the current printed and bound format, said
the report, titled A Cover to Cover Solution.
The survey of more than 1,400 students found that
open textbooks accommodate students’ preferences
toward the readability and functionality of the printed
format and the convenience of the digital one.
Digital textbooks also appeal to the financial con-cerns
of students — and their parents — by reducing
average textbook costs by 80 percent.
David Mittelstein, the USC co-chair of the California
Public Interest Research Group, said the report is a re-action
to the increasingly high costs of textbooks.
“The reason we made the study in the first place is
the cost of textbooks is out of control,” he said. “The
average student is spending about $900 per year and
prices have risen more than four times during inflation
in the last two decades.”
Pertusati Bookstore Manager Raymond McDermott
said he believes that open textbooks will not prove to
be a viable solution because students might still prefer
print books. He doesn’t see teachers using open text-books
in the near future.
“I think [open textbooks] will fit a niche,”
McDermott said. “But I don’t think they will change
Open textbooks
cheapest option,
new study says
Bookstore manager Raymond McDermott says
digital books will not soon replace print books.
| see Books, page 6 |
By Rachel Bracker
Daily Trojan
The Supreme Court turned
down an appeal Monday by the
University of South Carolina to
register an interlocking “SC”
logo as its trademark.
The University of South
Carolina contested a ruling
made in January, which said
the university could not use the
“SC” logo for sports and apparel
merchandise. The Supreme
Court declined to hear the
appeal.
Federal trademark law does
not allow registrations that are
likely to cause confusion. The
University of South Carolina
argued that its logo was distinct
enough to be registered.
According to the University
of South Carolina, its logo would
use curved letters, instead of the
blocked “SC” that the University
of Southern California uses.
The University of South
Carolina first attempted to
trademark an “SC” logo in 1997,
but the University of Southern
California contested it.
A special Trademark Trial and
Appeal Board was formed and
concluded that, though “real
fans” would know the difference
between the two logos, it would
be confusing to casual fans.
The Supreme Court decision
yesterday to throw out the case
means that the University of
South Carolina cannot try the
case again.
Lawyers for the University
of Southern California argued
that “SC” had been used as
a University of Southern
California logo for decades,
while the University of South
Carolina had used “Carolina” or
“USC” instead.
Court rules ‘SC’ logo belongs to California
The University of South
Carolina typically uses
“Carolina” or “USC” as its logo.
By Phoebe Unterman
Daily Trojan
In the last month, faculty
involved with USC’s health
economics program received
three separate healthcare reform
research grants from the federal
government totaling about $20
million.
The funding came from a
$1.1 billion commitment by
the American Recovery and
Reinvestment Act to research
comparative effectiveness, which,
according to USC Vice President
of Research Randolph Hall, is the
study of understanding which
treatments and therapies for
patients are most productive and
cost-effective.
“There is quite a bit of
variability in how healthcare is
practiced around the country,
even within an individual clinic,”
Hall said. “[This research] is a
way of creating a more scientific
and systematic way of delivering
care so that the patient gets
better results.”
Though all three research
initiatives fall into the category
of comparative effectiveness, each
project is different, focusing on a
separate facet of the improvement
of healthcare in the United States.
“[These grants are]
unprecedented for this area of
research,” Hall said. “And now
we’re really moving up to be one
of the top programs in the entire
country.”
The $11.4 million grant from
the National Institutes of Health
— the largest ever received by
the pharmacy school — will go
to Jason Doctor, an associate
professor of psychology and
behavioral economics at the
School of Pharmacy, to study
ways to eliminate unnecessary
antibiotic prescriptions.
The second grant awarded $5.5
million to Dana Goldman, director
of the Leonard D. Schaeffer Center
for Health Policy and Economics
at USC.
Goldman’s grant is also funded
by NIH, as part of a holistic
program addressing the top
priorities of NIH Director Francis
USC scientists receive
healthcare grants
Some of the grant will go
toward research to eliminate
unnecessary antibiotics.
| see reform, page 2 |
Michelle Hanabusa | Daily Trojan

Student Newspaper of the University of Southern California Since 1912 | www.dailytrojan.com | VOL. 171, NO. 30 | Tuesday October 5, 2010
InDEX
2 · News Digest
4 · Opinion
7 · Lifestyle
12 · Classifieds
13 · Crossword
16 · Sports
Street art: Gallery shows the
artistic side of the impoverished
Skid Row. PAGE 7
Unstoppable: The men’s water polo
team wins the SoCal Tournament for
the eighth time. PAGE 16
Neha Jain | Daily Trojan
Still life
Nihura Montiel, a junior majoring in fine arts, gives a living photograph performance in Watt Hall. The performance was
based on Marina Abramovic’s “An Artist’s Manifesto,” an art installation at the Museum of Modern Art in New York City.
By Tasbeeh Herwees
Daily Trojan
Open textbooks are the best answer to the plight of
cash-strapped college students, according to a study re-leased
last week by the national Student Public Interest
Research Groups.
Openly licensed textbooks — books that are avail-able
in print or digital formats — are affordable alter-natives
to the current printed and bound format, said
the report, titled A Cover to Cover Solution.
The survey of more than 1,400 students found that
open textbooks accommodate students’ preferences
toward the readability and functionality of the printed
format and the convenience of the digital one.
Digital textbooks also appeal to the financial con-cerns
of students — and their parents — by reducing
average textbook costs by 80 percent.
David Mittelstein, the USC co-chair of the California
Public Interest Research Group, said the report is a re-action
to the increasingly high costs of textbooks.
“The reason we made the study in the first place is
the cost of textbooks is out of control,” he said. “The
average student is spending about $900 per year and
prices have risen more than four times during inflation
in the last two decades.”
Pertusati Bookstore Manager Raymond McDermott
said he believes that open textbooks will not prove to
be a viable solution because students might still prefer
print books. He doesn’t see teachers using open text-books
in the near future.
“I think [open textbooks] will fit a niche,”
McDermott said. “But I don’t think they will change
Open textbooks
cheapest option,
new study says
Bookstore manager Raymond McDermott says
digital books will not soon replace print books.
| see Books, page 6 |
By Rachel Bracker
Daily Trojan
The Supreme Court turned
down an appeal Monday by the
University of South Carolina to
register an interlocking “SC”
logo as its trademark.
The University of South
Carolina contested a ruling
made in January, which said
the university could not use the
“SC” logo for sports and apparel
merchandise. The Supreme
Court declined to hear the
appeal.
Federal trademark law does
not allow registrations that are
likely to cause confusion. The
University of South Carolina
argued that its logo was distinct
enough to be registered.
According to the University
of South Carolina, its logo would
use curved letters, instead of the
blocked “SC” that the University
of Southern California uses.
The University of South
Carolina first attempted to
trademark an “SC” logo in 1997,
but the University of Southern
California contested it.
A special Trademark Trial and
Appeal Board was formed and
concluded that, though “real
fans” would know the difference
between the two logos, it would
be confusing to casual fans.
The Supreme Court decision
yesterday to throw out the case
means that the University of
South Carolina cannot try the
case again.
Lawyers for the University
of Southern California argued
that “SC” had been used as
a University of Southern
California logo for decades,
while the University of South
Carolina had used “Carolina” or
“USC” instead.
Court rules ‘SC’ logo belongs to California
The University of South
Carolina typically uses
“Carolina” or “USC” as its logo.
By Phoebe Unterman
Daily Trojan
In the last month, faculty
involved with USC’s health
economics program received
three separate healthcare reform
research grants from the federal
government totaling about $20
million.
The funding came from a
$1.1 billion commitment by
the American Recovery and
Reinvestment Act to research
comparative effectiveness, which,
according to USC Vice President
of Research Randolph Hall, is the
study of understanding which
treatments and therapies for
patients are most productive and
cost-effective.
“There is quite a bit of
variability in how healthcare is
practiced around the country,
even within an individual clinic,”
Hall said. “[This research] is a
way of creating a more scientific
and systematic way of delivering
care so that the patient gets
better results.”
Though all three research
initiatives fall into the category
of comparative effectiveness, each
project is different, focusing on a
separate facet of the improvement
of healthcare in the United States.
“[These grants are]
unprecedented for this area of
research,” Hall said. “And now
we’re really moving up to be one
of the top programs in the entire
country.”
The $11.4 million grant from
the National Institutes of Health
— the largest ever received by
the pharmacy school — will go
to Jason Doctor, an associate
professor of psychology and
behavioral economics at the
School of Pharmacy, to study
ways to eliminate unnecessary
antibiotic prescriptions.
The second grant awarded $5.5
million to Dana Goldman, director
of the Leonard D. Schaeffer Center
for Health Policy and Economics
at USC.
Goldman’s grant is also funded
by NIH, as part of a holistic
program addressing the top
priorities of NIH Director Francis
USC scientists receive
healthcare grants
Some of the grant will go
toward research to eliminate
unnecessary antibiotics.
| see reform, page 2 |
Michelle Hanabusa | Daily Trojan